How to Sell and Market Your Audiobook: Tips for Authors Ready to Be Heard
Where to start? Let's discuss!
🎧 If you've produced an audiobook (or are thinking about it), you're not done when the last word is recorded. That's where your marketing journey begins.
Here are my top tips on how to sell and promote your audiobook, reach new listeners, and capitalize on the growing audio trend. Whether self-published or traditionally published, there's a strategy here for you.
💥 Shout-out to my exclusive advertising sponsor, the always-free Booklinker (universal book links—so helpful!), and the paid tool, GeniusLinks. I love both💥 (affiliate link).
Why Audiobooks Matter (More Than Ever)
The audiobook market continues to grow, especially post-pandemic, as more people turn to audio while walking, cleaning, commuting, or simply escaping screen fatigue.
According to the Audio Publishers Association, U.S. audiobook sales hit $1.8 billion in 2023, a 10% jump from the year before. And here's what matters to you: authors who market their audiobooks well see a significant bump in overall sales and reader engagement.
Step 1: Make Sure Your Audiobook Is Widely Available
Distribution first, promotion second. Don’t put all your eggs in one Audible-shaped basket.
Findaway Voices: Distributes to 40+ platforms including Spotify, Apple Books, and Chirp. You keep more control and royalties than Audible.
ACX (Audiobook Creation Exchange): The go-to for Audible, Amazon, and iTunes. You can go exclusive or non-exclusive.
Spotify Audiobooks: A rapidly growing player since acquiring Findaway.
If you want the widest reach, consider going non-exclusive with ACX or using Findaway to access libraries, subscriptions, and more.
Step 2: Optimize Your Product Pages
Your audiobook needs to be easily accessible and purchasable. That means SEO (Search Engine Optimization).
Use keywords in your title and subtitle (especially on Amazon/Audible). Read more here ⬇️
Level Up Your Book Sales: Advanced Strategies for 2025 Without Social Media
Social media can be an excellent tool for book promotion, connecting with readers, and building your online author platform, but it’s not the only way to try to sell books.
Write a compelling book description with audio-friendly terms like “narrated by,” “perfect for fans of…,” and “listen now.”
Add relevant categories (e.g., memoir, thriller, self-help). You want a combo of general genre (e.g., fiction) with specific niches (e.g., psychological fiction).
Include audio samples where possible. Those first 3 minutes matter. How? Keep reading. ⬇️
Pro tip: Ask early listeners to leave reviews that specifically mention the narration. Voice quality is a significant factor in establishing listener trust.
Step 3: Promote Your Audiobook Differently Than Your eBook
Audiobook listeners are unique, often different from the people who read your eBook or paperback. So, tailor your marketing.
Use These Tactics:
Share clips on social media
➡️ Use tools like Headliner to create short audiograms with captions and waveforms.
Post 30-60 second teaser clips on Facebook, Instagram, TikTok, LinkedIn, Threads, YouTube, and X.
Create an Audiobook-Specific Landing Page
Use free Booklinker or GeniusLink (paid) tool to include all retailers in one click for the end user.
Add this to your link-in-bio (e.g., Linktree) and email signature.
Promote to Audiobook Deal Sites
Chirp Books: Run paid deals.
Audiobook Boom: Send free promo codes to interested listeners.
Free Audiobook Codes: Especially good if you're building early buzz.
Collaborate With Bookstagrammers and BookTokers
Many reviewers love audiobooks. Pitch your audiobook to those who include “🎧” in their bios or reviews or talk about “reading while doing laundry.” More on connecting with those folks here.
Feature on Podcasts
Offer yourself as a guest expert if your book fits their topic. I use
https://podcastguests.com/ (free option). Great, easy way to start!
Bonus points if your narrator is a well-known voice actor, so be sure to mention that.
Step 4: Email Your List, But Segment It
Not every reader on your list cares about audio, so consider:
Asking, “Are you an audiobook listener?” in your next newsletter. Or get specific: “What books do you listen to and what did you most enjoy about them?” Remember, open-ended questions elicit more detailed and thoughtful feedback.
Retently.com Creating a segment for audiobook fans and giving them exclusive codes or content.
Sharing your favorite audiobooks. Make it personal, not just promo.
Real-World Author Examples
Author and podcaster Joanna Penn markets her audiobooks across multiple formats and platforms. She shares her narrator experience and tech setup on The Creative Penn.
Rachael Herron offers exclusive audio content on her Patreon and posts behind-the-scenes audiobook updates on Instagram and Substack.
J. Thorn bundled his audio and eBook offerings in series promotions, using BookFunnel to deliver bonus content.
Bonus Tools and Resources
📊 Authors A.I. – Book Description Optimization (“No A.I. models are trained on your uploads; your IP belongs to you.”)
Don’t Just Write It, Say It
If you’re already creating content, such as books, blogs, and newsletters, your audiobook is another format for connecting with readers.
Audiobooks are deeply intimate. A voice in your ear?
That’s trust. That’s emotional investment.
So go ahead: market your audiobook like it matters, because it does.
🧠 Have you marketed your audiobook yet? Drop your favorite tips (or questions) in the comments! And if you found this post helpful, please share it with a writer friend.
Help For You
I don’t do a ton of ‘self-promotion,’ especially here, but several writers have asked where to purchase my books, which I wrote especially for authors. Below are the links to buy them. I’d love your thoughts!
Spaces
I’ve put my monthly #BookMarketingChat X Audio Space on hold for the summer, but will be back in the fall-ish with a major glow-up! Stay tuned to this space for more.
Perhaps it will be available here on Substack, utilizing the new audio-only option mentioned above. Thoughts?
Happy writing! ✍️
Thanks for such a comprehensive guide, Rachel! I just created a series of audio samples from one audiobook and am posting them on SM over this month. I used Headliner to create them. One of their people told me that excerpts that are about 60 seconds are most sticky than longer clips. Although with novels, it's sometimes hard to do that without throwing away context. Which can make it hard for listeners to grasp what's going on in the clip. Have you seen any evidence that longer (1.5-3 min.) clips are less than ideal?